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Essential steps of content testing: Second-by-second analysis of performance

06.29.21
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When it comes to market research and content optimization, many tools are available. Of course, some are better than others. Traditional marketers still use outdated tools like focus groups. On the other hand, the metrics you can find on platforms like Facebook or Google Analytics miss valuable information on user experience. So how can future-oriented marketers get the most valuable insights without wasting too much time on an overly complex and time-consuming process?

One of the answers is the second-by-second analysis of your content, from branded videos for Social Media to a TV pilot and much more. Instead of broadly seeing that the content did well or not, you can zoom in and understand what exactly worked and why. You can be as specific as “72% of viewers were pleasantly surprised by the plot twist that happens in minute 04:35”. Cool, right?

Okay, before explaining how to get those insights, let’s look at the benefits and how you can practically use them to improve your content marketing.

Improving the editing process

What happens if one of the insights you get is “The attention levels of 67% of viewers dropped after the second 42 of the ad”? Here, instead of using the editor’s intuition, you have a specific piece of data to make the necessary changes, like reducing the length of the ad and ensuring that consumers are receiving your entire message in the right way.

In addition to that, you can understand the attention levels of your targeted audience during crucial moments, like your CTA and product apparition, to ensure that the content will lead to sales and achieve your business goals.

Optimizing for Social Media

The previous insight relates to this issue: the short attention spans of modern consumers. But, making short ads is not the only thing you can do to improve the experience. The truth is that plenty of users are willing to watch hours of content as long as it’s relevant and engaging.

With the second-by-second analysis, you can find the specific parts where the viewers are more engaged with specific emotions like happiness or surprise. So, not only can you find the optimal length of the video, but also the perfect scenes to include and the ones to discard. That is what optimization is all about.

Going beyond the trial and error process

It’s only human to learn from mistakes, but this understandable event can cost brands a lot of time and money. From resources spent on production to the long-term effects that unexpected reactions from audiences can have on sales and public opinion (in the worst cases). A better option? To test your marketing concepts, images, videos, branding, and much more before they reach your entire audience. Add the second-by-second analysis to that, and you will find the exact seconds in which participants get angry, bored, or completely lose interest. What’s happening in that scene? What is the most effective step to take to improve their reactions?

In just one week, you can safely find out if your campaign will be well received or not.

The methodology

The second-by-second analysis of your content is possible with a combination of tools: eye-tracking, object labeling, and emotional recognition technology. The Synapbox team uses these tools to test any content with participants all over the world. These participants engage with your content in their natural environments, and we track their emotions and attention levels throughout the entire experience.

The results of hundreds of viewers allow us to find patterns in their likes, dislikes, and other data-based insights that brands can use to optimize their content before reaching a bigger audience. With the help of the collective experience of consumers, marketers can avoid risks and ensure the success of their campaigns.

Ready for the future? Leave the traditional focus group behind and start testing your content with the help of AI.

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